Transcript of "Fitnyc module 11 mobile analytics overview for fit"

3.
Differences You Need To Know About
WEB ANALYTICS MOBILE APP ANALYTICS
Session tracking done primarily thru cookies
and Javascript
Session tracking done primarily thru UDID
(Android) and with sessions (iOS)
Human user interface is keyboard and
mouse based
Human user interface is gestural and touch-
based
Web measurement model is centered
around page views, referrals, search, and
visits
Measurement model is less about referrals
and search and more about engagement
and loyalty
Unique visitors are tied to individual or
server IP addresses
Unique visitors are difficult if not impossible
to measure; instead we look at sessions

4.
How to Evaluate Products
• Dashboard view
• Support for specific analyses you need
• Ability to get to go beyond vanity metrics with more emphasis on engagement and
ultimately revenue
• Referral code for campaign tracking
• Integration – how easy or hard it is – particularly with the other data sources that matter to
you
• Pricing model – FREE generally means free but Enterprise products are priced differently –
on purpose
• Worry more than a little about the cross device problem

5.
Best Practice:
Chose A Product That Includes Campaign
Management Functionality Built In

11.
Vanity Metrics
• Number of app downloads
• Total number of sessions
• Total number of first time users
DAU – Unique Users

12.
For Mobile Applications
• Downloads are not enough
• Need to drive 1x usage – an astounding 25% of people download an app and use it
1x only
• Need to drive 3x usage – what the industry defines as loyalty

32.
Mobile
Services Are
Improving
The Lives Of
Consumers,
And
Rewriting
The Rules
For Online
Marketers
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11

34.
Users still
research
online but
often prefer
to purchase
in the store,
but that is
changing
https://intelligence.businessinsider.com/location-technology-is-transforming-business-and-the-lives-of-
consumers-2013-11

35.
In the United States, mobile doubled its share of digital ad spend to 15% of the
total.
Ad exchanges, supply-side platforms, and mobile ad networks are all reaching for
scale and the latest ad technology. Increasingly, the lines between them are
blurring.
Programmatic is growing at a fast clip in the United States, 56% annually by some
estimates. And within programmatic, real-time bidding is particularly influential.
The rise of programmatic is leading to a reshuffle of the entire industry. Many of this
year's mergers and acquisitions in mobile ads can be traced to the rise of data-
focused programmatic ad trading.
Many media agencies and media planners are still locked into their comfortable
one-on-one, non-automated relationships with traditional ad
The New Mobile Ecosystem

39.
Remember on Mobile
• Almost all tracking is done with anonymous device fingerprint tracking, which is about 95%
accurate – more so for Android, less so for Apple iOS
• Apple no longer allows tracking by Device ID (UDID) and is expected to disallow tracking by
Mac ID
• The leader in cross device tracking & analytics for mobile is a company called Drawbrid.ge –
worth checking out
• Sources
• http://www.mobilemarketer.com/cms/opinion/columns/12380.html
• http://media.mobileapptracking.com/docs/MAT-App_to_App_tracking.pdf